FREMONT, CA: Logitech hired Shift Communications, following a competitive review, to handle PR and social media for its consumer and b-to-b video divisions.

The company added to its video business, which currently includes webcams, security cameras, a b-to-b video conferencing tool, and a video calling service, when it acquired LifeSize about a year ago. Previously, it handled most PR in-house for its original webcam products.

“The video story is a little more involved since we have so many products across business and consumer,” said Amy Sezak, senior PR manager at Logitech. “We thought it would be great to have an agency represent the video story as a whole.”

Todd Defren, principal at Shift, said it's a year-long contract and the budget is “substantial,” but neither he nor Sezak would disclose details.

In June, the company issued an RFP to a handful of agencies, including Ruder Finn which is currently handling PR for the company's new Google TV product.

Sezak, who joined Logitech from Outcast less than a year ago, said she did not consider her former agency for the review as it currently represents competitor Cisco. However, she said she looked at a number of agencies that she had previously competed with while at Outcast.

Defren said that the agency will work on a number of ongoing product launches and work to create a “more holistic perspective” on video creation, specifically with regard to HD.

He added that for the consumer side of the account, the agency will focus on not just mainstream media but direct-to-consumer.

“To win another name brand of the caliber of Logitech continues to be a game-changer for us,” he said.